Smith Brothers Agency is now the agency of choice for DiBella’s Subs after a competitive pitch among multiple agencies. AJ Shear, DiBella’s Director of Marketing, cited the agency’s experience in the restaurant category and clear insights into differentiating the DiBella’s brand as key factors in the choice for Smith Brothers.

The campaign photography was shot in Smith Brothers’ in-house production studio, Foothold Studios, where they were deliberately authentic and avoided over-styling the subject: subs, chips and drinks. The final assets include static and animated video.

The new campaign adopts a refreshingly frank tone, feeling like the guy behind the deli counter might be speaking to you as he makes your over-sized sub with headlines like, “Sure we have salad, we just recommend it between slabs of our fresh-baked bread,” “Yep, we’ll cut your sub, but we’ll never cut a corner,” and “You are entering a kale-free zone.” The tagline is a clever mnemonic for the brand promise - “DiBest since 1918.”

“Subway has value covered. Jimmy Johns is freaky fast,“ said Smith Brothers co-founder, Lindsey Smith. “DiBella’s has a better product. It’s old school. With outstanding, fresh-baked rolls that are piled high with quality ingredients, DiBella’s subs are all about really enjoying the food.”

“We saw an opportunity to reject the perfectly styled subs you see in a lot of sub shop ads and depict DiBella’s in a refreshingly authentic fashion,” said Bronson Smith, who with his brother, co-founded the agency.

ABOUT DiBELLA’S SUBSFounded in 1918, DiBella’s is a restaurant chain based in Rochester, New York, with 47 locations in New York, Pennsylvania, Ohio, Connecticut, Michigan, and Indiana. The restaurant chain first began as a family owned and operated delicatessen in the city of Rochester and opened its first sub shop in 1998.

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Samsung has today announced the launch of its global “TV Is Making History Again” campaign to celebrate the newly released QLED 8K TV, created in partnership with adam&eveNYC

The “Making History Again” campaign, which first aired on May 15 in the US, draws its story from the Apollo 11 moon landings of 50 years ago. A 60-second TV spot shows how the world gathered together to witness 1969’s historic moment of human achievement on televisions around the world. This is then brought forward to the modern day as we witness those same characters watch this era-defining moment 50 years later, now in stunning resolution and full color, on the new Samsung QLED 8K TV.

As part of the campaign, Samsung has partnered with Statement Films and CNN on the “Apollo 11” documentary. This feature film created from newly-discovered, never-before-seen 65mm and 70mm archival footage from NASA and the National Archives and more than 11,000 hours of uncatalogued audio recordings, remastered into a remarkable 8K film, and premiered at film festivals and in IMAX theaters. As part of the partnership, the :60 spot will also air within CNN’s broadcast premiere of the documentary.

“TV technology has been essential in bringing the world together to experience critical moments in modern history,” said Grace Dolan, Vice President, Home Entertainment Demand Generation, Samsung Electronics America. “As we mark the 50th anniversary of Samsung Electronics and the first steps on the moon by a human, it’s only fitting that our “Making History” QLED 8K TV commercial and multimedia campaign with CNN celebrates the past while giving a glimpse into how Samsung will continue to bring people together in the future through the power of 8K.”

David Brown & Daniel Bonder, ECDs, adam&eveNYC added: “Apollo 11 was one of those unforgettable moments where the world came together to watch something beyond anything they’d seen before . Samsung QLED 8K TV is allowing a new generation to experience the power seeing something truly groundbreaking.”

In addition to “Making History Again” creative running across broadcast, OLV, digital, in-store and social, the cross-platform campaign also includes globally-produced branded content featuring astronaut Scott Kelly, and a globally-led sponsorship of a three-part digital video series spotlighting a new generation of female leaders who are determining where the next great discoveries will be made, developing the groundbreaking technology to send humanity to the farthest reaches of the universe, and tapping a younger, more diverse recruiting pipeline that is opening doors for the next crop of dreamers.

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